Svbscription, the luxury lifestyle subscription service geared towards men, is bringing their curated and custom-made parcels to chic French retailer Colette. By extending their usually members-only boxes to Colette customers, Svbscription has high hopes of reaching a new Parisian audience.

This retail crossover came about thanks to a previous relationship that designer Todd Selby – the curator behind Svbscription’s fifth collection, V5 – had with the retailer, for whom he created a living window display in 2010. Selby mentioned to the Svbscription team that Colette might be interested in collaborating, and from there a retail partnership was born.

Selby’s edition – V5: Home by The Selby – is still available at Colette, which is also the last place that any latecomers can pick up the parcel. Colette customers will be able to walk into the store and purchase V5, while Svbscription will only work on a shipping basis to its own members.

The collaboration with Colette is just the beginning for Svbscription, marking a convergence between traditional retail and the curated, subscription-service model.

Svbscription co-founder Marc Goldenfein tells PSFK, “We are definitely planning more retail concepts in the future. The challenge is to consider how best to engage our members and bring their online experience to a physical environment.”

The sixth collection – V6: The Unexpected – centers around the theme of “preparedness in the modern age,” and will ship exclusively to members in October.